What comes to your mind when you think of “brand”, “branding” or even “brand identity”? Although these words have the same context, they each serve different roles that together fall into the same category of a company’s service or product. A brand will be successful if it gets the public to share the same visions/feelings that the company has. Keep reading to see what goes into developing a strong brand.
When developing a brand a company must have set visions and ideologies that the brand will always uphold. A brand is not just about a logo, but the emotional relationship that is attached when glancing at the logo. Have you ever heard, “a picture speaks a thousand words”? Well, it is the same situation for a brand’s logo.
When a consumer takes one glance at a brand they might feel: loyalty, disappointment, excitement or even uncertainty. A brand is a promise to the public, so it is crucial that the logo always compliments the company’s mission.
When the brand’s personality, goals and missions are developed then it is time to get creative. Brand identity is the tangible side of branding. A brand allows the company to express themselves by converting their message into a well-developed strategic logo seen on the products or services.
To have a unique brand identity a company must get tactical. The graphic design, color pallets, composition, website and social media design must complement each other. All of these key factors must work in unison for a brand to have a consistent voice across all platforms.
After a brand has a solid foundation, then it’s time to build! It is important to constantly keep referring back to the brand’s mission statement in order to keep the public’s impression true to the brand. Starbucks for example. Their brand’s ultimate goal was to create a place that’s comfortable to go and enjoy a cup of coffee that isn’t home or work. Their phenomenal branding has secured them a go-to spot for coffee drinkers.